Buy Now: 10 Best Party Flats

Whistles Makes London Fashion Week Show Debut

WHISTLES will hold its first London Fashion Week show in February. The British brand will unveil its autumn/winter 2013-14 Limited Edition collection with an intimate salon-style showcase.

The invite-only show will take place in a central London location "reflective of the brand's ethos", revealed a press release. The off-schedule presentation will feature two sittings during the morning of Sunday February 17.

ADVERTISEMENT

While it may be Whistles first seated show, it's not the label's first involvement with London Fashion Week. Appointment viewings were held to preview the debut Limited Edition collection last season. The high street brand announced the launch of its new premium luxury line back in August - of which select pieces are only produced in batches of 20.

The news comes during a time of significant luxury expansion for Whistles, which has also just announced the opening of a new London flagship store on Dover Street in Mayfair. The two-floor space will stock the full Limited Edition range as well as select footwear, clothing and accessories from the main collection.

ADVERTISEMENT

"We're delighted to bring Whistles to Mayfair," said CEO Jane Shepherdson. "This move amplifies Whistles' position in the market as a contemporary fashion brand leader and compliments the continued growth of our retail store and presence on the high street."

The store will have the feeling of a "modern art gallery" on the ground floor - with a white, minimal aesthetic broken up by framed arched windows and a folded steel staircase - set against a luxurious marble-clad lower-ground floor with cosy seating areas and luxurious deep pile rugs. The boutique will also feature an innovative new wireless payment system, meaning that customers can pay for their purchases without having to queue.